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Tuesday, 29 March 2016

Presentations to Clients, Consumers and Buyers - useful checklist

“ Learn from others mistakes You can’t live
long enough to make them all yourself.”

Back in the day - 2014 You tube went viral with postings of American film director
and producer at the Consumer Electronic exhibition in a promotional
interview for Samsung.

The occasion was a selling pitch to promote the new ultra
high definition 105 in screen TV on which was to be shown a clip from his new
film in the Transformer franchise.

Be in no doubt - This was a sales presentation

Unfortunately the Teleprompter broke down.

I guess it was made all the more embarrassing by the over
hyped language of the interviewer and the scripted response on the Teleprompter.

(Entrance on to stage to loud music ( like a heralding fanfare))

Mr Bay : How is everyone? My job, as a director . I get to dream for a
living.( looks to interviewer)

Interviewer : Michael , you are known for such
unbelievable action, what inspires you ? How do you come up with such
unbelievable ideas ?

Mr Bay: I create visual worlds that are so beyond everyone’s normal life
experiences and Hollywood
is a place…

Like many I suspect, we have seen such commercial
‘interviews’ at exhibitions but had not realised the dialogue was on a Teleprompter.

Of course the Teleprompter turned out to be not only the
prompt but the prop ( the
support) to the whole sales pitch upon which it depended.

Well we may not all have to do live interviews at
exhibitions but we should always be wary relying on technology, whether it’s a
PowerPoint slide show, an audio/video conference presentation even a
presentation over the phone and have a contingency.

Nutshell SellHow to plan and prepare presentations to Client buying groupUseful Check list1. Investigation and researchClient knowledge and corporate prioritiesAudienceTiming and locationCompetition2. PlanningTeam selection (best to have a trainer to show off the actual ‘product’ provided you can get the right one)What is our Differentiated Value Proposition?Business/financial casePre-presentation contact with audience (if allowed)In-house ‘champions’Clarifying objectivesAudience motivators and drivers3. DesignStructure of the presentation: opening/message/motivation/closeVisual aids (including but not restricted to PowerPoints)Materials to hand out or leave with them (or send post presentation)Who presents what?Policy on questions – and pre-planning answers to expected questionsPlan A and Plan B (contingency plan for change of direction)Appealing to different personality typesAppealing to different functionsSeeing and listening from the customer’s viewpoint4. RehearsalEquipmentMaterialsDress codeTimingLogistics (set-up, materials, name cards etc)‘Hand overs’Questions and challenges expectedFall back, contingencies should the equipment fail Avoid the Michael Bay experienceHave a ‘new’ person watch Revisions to plan?5. PresentationTravelling, timing, getting there early to relax and maybe get in to the room early ?Setting up and getting organised (be prepared to have them sitting silently watching you and eating lunch !)Effective introductions (including business cards)Strong opening (to win attention)Clear message (to emphasise DVP and business benefits)Audience motivation (may be different for different people)Powerful close (leaves lasting impression)Handling questions, interruptions, challenges‘Debating’ issues (when to do this and when not to)Using interest peaks to maintain attentionAudience involvement (or not)Voice projection, body language, pace, varietyTime keepingOrganised management of questionsStaying flexible (Plan A and Plan B)Management of materialsUsing the customer’s languageCustomer references and confidence buildersROI and financial benefitsMaking your ‘exit’ positive and efficient6. Follow upPost presentation discussions with your teamCourteous follow-up communicationDelivering on any promises made (e.g. more information)Supplying summary of presentation, copies of PowerPoints, confirmation of your offerFeedback from in-house champion(s) if possibleReceiving and reacting to the customer’s decisionLearning from feedback and the decision (either way)

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About Me

I have been a training consultant for 30 years.
I also research Buyers Views of Sales people for an ongoing research study I have done for the last twelve years
The majority of photographs, videos and audios in this blog are taken on my new Fujifilm Fine pix T from May 2012 The Pencil Sketches are mine also